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Startling ‘Girl Store’ Open its Doors

Before you jump to conclusions about “The Girl Store,” remember the 1995 movie Rent-a-Kid. In the attempt to make a family comedy classic, Hollywood used the late, great Leslie Nielsen to make light of orphanages and the idea of children being used as a commodity. It was in pretty bad taste.

In stark contrast, The Girl Store is actually dedicated to saving young girls from cycles of sex slavery and underage marriage by acting as an e-commerce website where users can buy impoverished girls the items they need to attain a proper education. The idea grew from StrawberryFrog’s touching web series, “A Girl Story,” developed for Project Nanhi Kali, which asks for donations to help young Indian girls escape a life of second-class citizenship.

StrawberryFrog is launching a physical location of The Girl Store in Manhattan this Thursday. An invitation to the opening reception follows after the jump.

Update: Link fixed!

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StrawberryFrog Adds Grantham to NY Office

Scott Goodson & Co. are sprucing things up in the strategy department at StawberryFrog’s New York office as the agency’s hired Richie Grantham to take on the newly created post of group planning/strategy director. Grantham, who starts at SF today, joins from Sarkissian Mason, where moved up from VP, strategy+invention to chief innovation officer in three years’ time.

Since 2006, Grantham has also run his own digital marketing/strategy consultancy, Risque, and was once a “human intelligence director” (how Phillip K. Dick) for Fahrenheit 212. From what the agency tells us, 212 has a “a legacy focus on culture innovation and business, which is a perfect pedigree for what we do at StrawberryFrog: Cultural Movement.” Now at StrawberryFrog, Grantham joins AgencySpy OG Celestine Arnold in the re-organized strategy department. Arnold joined SF from Dare Digital earlier this month as director of emerging media strategy. Regarding both new hires, StrawberryFrog CSO Ilana Bryant says, “Richie and Celestine a[re] true ‘free range strategists’ with a fantastic track record across multiple marketing areas including brand strategy, product innovation, PR, design, digital media and gaming. They share a passion for cultural branding and community mobilization that make them perfect cultural movement strategists for StrawberryFrog.  We’re excited for them to expand our department.”

If you care to reminisce for a moment, Grantham spoke to AgencySpy when he first joined Sarkissian back in ’08 and here’s what the “very sharp” exec thought about digital ideation and more back then.

TED Exec Teams Up with StrawberryFrog

Scott Goodson apparently wants to implement “cultural movement” at his agency, StrawberryFrog, and to do so, SF’s founder has hired William Allen to serve as director of cultural development. We thought Pee Wee Herman and/or Colin Murphy had the patent on sporting snazzy bow ties, but nonetheless, Allen is currently serving as senior manager, global partnerships at the “ideas” event we all know as TED.

Says Allen in a statement, “What I have learnt at TED is that storytelling, both inside and out of an organization, is critical as movements usurp advertising in the age of authenticity. I am thrilled to be joining a global agency that is creating movements for clients, and already implementing these strategies so effectively with its existing clients.” Prior to TED, Allen co-founded his own digital consultancy dubbed Industry Digital Media.

StrawberryFrog Amsterdam Has a New MD

Barely a week after his agency lost partner Heather Fullerton to McCann NY, StrawberryFrog informs us that Melinda Eskell is taking her seat as the managing director at his agency’s Amsterdam office.

The Frogs as they’re known describe themselves as a “Cultural Movement agency” and thus, Eskell’s role is to “spark cultural movements” for the agency’s clients, which has ranged from Heineken to IKEA to Pampers over the years. Eskell is no stranger to the aforementioned beer brand, as she spent nearly four years as global marketing head for Heineken up until last year.

Eskell’s agency-side experience meanwhile includes stints as a manager of engagement at Organic EMEA, a GM at Clemenger BBDO and an MD at Ogilvy.

StrawberryFrog Partner Fullerton Departs for McCann

StrawberryFrog founder/chairman Scott Goodson confirms to AgencySpy that partner Heather Fullerton is no longer with the agency as she’s split for McCann NY. McCann didn’t provide comment at the moment, but according to Goodson, “Heather decided to join McCann because they offered her a massive salary and promises that it wants to change from a dinosaur into a Frog. We are fans of Heather, she made incredible contribution[s] to StrawberryFrog by leading our Morgan Stanley and Starbucks and we will be cheering her on from the pond.”

As a side note, we’ve been hearing from sources that SFrog is “evolving as an agency” and  “continue[s] to make leaps in the future,” but we’re still trying to get clarification on what this exactly means. In the meantime, let’s go back five years and reminisce about the agency courtesy of USA Today, shall we?


From JWT To The Pond


Sophie Kelly, who was the executive management director of Diageo over at JWT, has hopped over to StrawberryFrog New York. Kelly will be managing the Frito Lay brands for the agency, which includes TrueNorth snacks, Stacy’s Pita Chips and the hummus brand Sabra.

This is no small move. Kelly joins the management team at the agency, which includes Scott Goodson, global planning director (the awesome) Ilana Bryant, head of planning Chip Walker and executive creative director Kevin McKeon and Ramesh Rajan, who runs business over at the pond.

More: JWT and JetBlue: Stick it in Your Eye, CEOs Etc.

TBWA Picks One Up From StrawberryFrog’s Pond


George Nguyen, Group Strategy Director at StrawberryFrog, has been poached by TBWA. George spent just 365 days in the pond’s New York office. Before that, he worked beneath Domenico Vitale at Lowe New York. Nguyen has been tapped to head up TBWA Vietnam’s office as managing director. TBWA is totally focused on emerging markets these days considering the U.S. is currently a big, fat disaster. Nguyen will report to Ian Thubron, CEO of TBWA Hong Kong.

TBWA Group has also recently acquired Vietnam agency, BizSolutions along with its 120 employees in an effort to make an impact on the market. The shop has been rebranded Biz Tequila and falls beneath Nguyen’s direction. Yeah. So. Good luck with that George.

Since, George’s job is now open at the New York office of Da Frog… Hey planners, might want to dust off those resumes, yeah?

More: Strawberry Frog Reuses Cheesy Themes to Deliver Good Message

Strawberry Frog Reuses Cheesy Themes to Deliver Good Message

With the holiday season upon us, we can expect many, many, many cliched spots with big red ribbons, smiling white folk and fake winter wonderlands. Strawberry Frog has produced a Web site and 30 second spots that piggybacks off those ads, but pack a different (and much better) punchline.

In the first, a man leads his wife outside, and we see them in front of a garage. When he opens it, her eyes light up at what she sees. A sheep.

The campaign/Web site is for changethepresent dot org, a non-profit that wants to remind you that spending a ton of cash on a new car this holiday season is really friggin’ selfish, and you should buy the less fortunate things they need to sustain themselves. Well, that’s the quick version of the story anyway. Click here to learn more about this good cause. And click continued to see another spot similar to the one above.

More:The Furor Over StrawberryFrog

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The Furor Over StrawberryFrog


Yesterday, Adweek gave CEO of StrawberryFrog Scott Goodson and his top notch head of planning, Chip Walker, a page to discuss how agencies could beat the recession. It’s all very interesting, but what caught our eye is the comment war taking place right beneath the article.

Twenty-three comments grace the page. For Adweek, that’s a whopper of a number. And what are they saying?

“…a truly game changing idea”? where would i go to get that? oh, at strawberryfrog, of course. just be careful you don’t get gential [sic] warts as a result.”

“[sic] you guys are just haters. which one of you is a pissed off employee?”

“WTF? so, i lost my job, and i can feel better if i buy lipstick and stain remover because i need to be competative [sic]? or, i can overcompensate for the fact that i am poor and hungry by eating out at mickey d’s to spend more quality time with my family? wow. i want to work with you guys and think up crap like this. maybe i’ll get famous too, like scott.”

“[sic] yes mr or miss frogpiss, airfrog, wart, dissected frog, frogpork or frogbacon looks like an unhappy ex-frog in need of a copywriting course refresher…”

“I hate to enter the fray and don’t want to stand between a flamer and their need to publicly vent (enjoy your vent my friend) – but SF’s 2008 clients include clients like Procter&Gamble, Pepsi Co Frito Lay, Morgan Stanley, etc. Lots of thinking and work going on whether you like the CEO or not….”

“I agree with MaryJ, these new agencies like Anomaly, Modernista, The Barbarian Group and Strawberryfrog don’t have the experience or the cases of our big agencies. In times like these, you should only trust the big established agencies, they know best. What do these new agencies really have to offer?”

It’s ugly out there. Under contention is the accounts that Da Frog holds. From our reporting, in 2008 the US shop won Sabra Hummus and Stacy’s Pita Chips. There was also global brand, Mahindra.
Hmmm… but it seems like there’s more to it than that. The nasty comments have a bit more vitriol to them. Are these just some angry ex-staffers picking apart Da Frog or is it just big agencies taking the piss out of a smaller one? Either way, it’s entertaining and we can guarantee the comments will only keep coming.

More: StrawberryFrog Brazil wins Quaker Mexico
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Dubai Lynx: Register Now


The 2nd Dubai International Advertising Festival will take place from 15-17 March 2009. Who wants in?

The key note speakers: Bob Isherwood (Worldwide Creative Director, Saatchi & Saatchi), PJ Pereira (partner, Pereira & O’Dell) and Scott Goodson (CEO of StrawberryFrog).

Yeah, so they’ll be blabbering. They’ll be exhibitions and drinks, blah, blah. Here’s the thing – if you attend, you’ll be in Dubai, dude. It’s the closest you’re ever going to get to a real world version of Fantasia.
More: A Networking Op From The AWNY